JOHNNY DEPP & DIOR SILENT AMID ‘RACIST ADVERT’ CLAIMS

JOHNNY DEPP & DIOR SILENT AMID ‘RACIST ADVERT’ CLAIMS

Dior has become the latest fashion house to fall foul of cultural appropriation claims after debuting its latest marketing campaign for men’s fragrance Sauvage.

The fashion and fragrances brand has been forced to pull the advert after furious critics accused it of racism, tokenism and fetishizing indigenous American culture.

Featuring longtime ambassador Johnny Depp, the campaign depicts what Dior says is “an authentic journey into the Native American soul in a sacred, founding and secular territory”.Fashion

Before the release of the advert yesterday (1 September), commentators were outraged at the brand’s use of indigenous people and imagery to market a product called Sauvage, which translates from French as ‘savage’. Other translations include ‘wild’, ‘uncivilised’, and ‘feral’.